Product launching is a common strand of event organisation and one that can be very difficult to master; here below are the thoughts of our senior event manager Nick Ruffles on the subject:
Launching a product is all about communicating the brand; the product is king. When choosing the right venue, you need to be sympathetic to the product and the aims of the brief, and be passionate and imaginative with the space to make the experience as visual as possible.
Choosing the right suppliers is key to running a good launch. Carefully considering your choice of provider can bring great rewards; attributes such as loyalty, reliability, competitive prices to maximise the budget, and a bespoke product manager who directly deals with your account can make all the difference.
When choosing your venue, look for somewhere with a relevant link to the product and somewhere in a good location for your prospective audience. For instance, at The Custard Factory there is a strong youth and technological culture, which made it perfect for hosting the launch of the Xbox. If you can’t find a venue that matches your exact requirements then a venue with versatility could be your best alternative. A versatile space allows you to be creative and gives you a blank canvas to work on. Suitable technological facilities, such as wireless broadband, are excellent extras that are worth looking out for – particularly if you intend to broadcast your launch over the web.
Using bloggers and online social media is without doubt playing a large part in the promotion of new products and many of our future events are very dependent on online capabilities. Online is having greater prominence in everything we do, as is safety, eco and green events. Companies that best adapt to these new trends and technologies will go a long way in 2009.